A BBC investigation has uncovered alarming practices within the unregulated baby sleep industry, raising significant concerns for parental and infant safety. During a parliamentary debate, Labour MP Connor Rand criticized the sector as the 'Wild West', advocating for mandatory training and background checks for individuals providing sleep consultancy services. The investigation revealed that some self-proclaimed sleep experts offer potentially dangerous advice, which could elevate the risk of Sudden Infant Death Syndrome (SIDS). Health Minister Karin Smyth acknowledged the need for regulation, stating that public safety is paramount. The National Nanny Association and other stakeholders have expressed hope that this debate marks the beginning of meaningful reforms in the industry. Parents have shared experiences of receiving harmful guidance from unqualified consultants, emphasizing the urgency for government action to protect vulnerable families. The government has indicated plans to tighten regulations around who can use the title of nurse, with further measures expected to be announced soon. The debate reflects a growing recognition of the need for accountability and standards in an industry that largely caters to sleep-deprived parents seeking help.